Precise TV Unveils PACE, the First Under-18 Targeting & Measurement Solution
On average, PACE is reducing media wastage by 60% while helping brands target upwards of 90% of their intended demographics; and
Generation Media is the first to adopt PACE for YouTube and in-app advertising for its clients in industries spanning Entertainment, Toy & Games, Gaming and more.
NEW YORK -- April 16, 2025 -- Precise TV, the contextual video ad tech platform driving business outcomes for brands, today announced the launch of PACE (Precise Audience Content Evaluator), the first comprehensive video advertising solution for audience targeting and measurement for under-18 demographics. Designed to enhance transparency and precision in advertising to kids and families, PACE empowers brands to reduce wasted media spend while maximizing reach among their core audience.
A U.S. patent-pending solution, PACE arrives at a crucial time when advertisers face increasing restrictions on data collection due to regulations such as COPPA and GDPR-K. These limitations have forced brands to rely on contextual targeting with limited visibility into campaign performance. With PACE, Precise TV leverages machine learning to analyze video and in-app content, predicting audience demographics and ensuring ads reach the right viewers with unprecedented accuracy.
“Brands seeking the attention of kids and teens have long struggled with a lack of visibility into their campaign performance," said Christian Dankl, Precise TV Co-Founder and Co-CEO. “With PACE, we’re providing a level of precision and transparency never seen before. Advertisers can now confidently measure and optimize their campaigns in a safe and compliant manner, reducing wasted spend by an average of 60% while delivering ads to upwards of 90% of their target demographic.”
How PACE Works
What sets PACE apart is Precise TV’s proprietary audience panels, which consist of:
- Parents and kids aged 2-12.
- Parents and kids aged 13-17.
Further, while Precise TV has long been known for its industry-leading AI targeting capabilities on YouTube, the company recently expanded its proprietary models across more than 300,000 apps on the Google Play and Apple App stores.
Combining its proprietary panel-based datasets with billions of datapoints across YouTube and in-app environments, PACE applies advanced machine learning and AI modeling to predict audience demographics with high accuracy.
As a result, here’s how PACE optimizes campaigns at every stage across YouTube and in-app advertising:
Pre-Bid Analysis & Targeting: Using proprietary machine learning models trained on its own proprietary panels and billions of data points from YouTube and mobile app stores, PACE analyzes video, channel, and in-app content to determine the likely audience demographics. Any out-of-demo impressions – whether too young, too old, or irrelevant – are automatically removed before a campaign even launches.
In-Flight Optimization: Unlike traditional methods that rely solely on video completion rates (VCR), PACE enables real-time audience-based optimizations throughout the campaign, ensuring brands continually reach the right demographics and maximize their return on ad spend (ROAS).
Post-Campaign Measurement & Insights: After campaign completion, brands receive detailed audience reporting, measuring exact in-demo delivery rates. In beta campaigns, PACE has consistently achieved 76% delivery in core audience demos (e.g., Boys 7-12) and up to 96% in extended demos (6-14) – a massive improvement over industry benchmarks.
Generation Media, a long-time leader in media planning and buying for the entertainment and toy industries, is the first agency to adopt PACE for YouTube and in-app advertising.
“What Precise TV has done over the past decade is truly pioneering, and now PACE levels up what’s available for kids and family targeting and measurement,” said Luke Garden, Business Director at Generation Media. “With PACE, we’re able to ensure brands are reaching their core demographics with unprecedented precision, providing a new standard for transparency and accuracy in campaign effectiveness, and most importantly, helping make every media dollar count.”
PACE was officially launched at IAB PlayFronts in New York and is already being utilized by brands, proving its immediate effectiveness in helping advertisers make data-driven, regulatory-compliant decisions. One of the early adopters of PACE is Generation Media’s client Panini UK, the popular stickers, comics and trading cards company, which has already seen significant improvements in reaching its core audience of young trading card collectors.
“Using PACE, we’ve been able to minimize wasted impressions and secure higher-value placements,” said Katie Gritt, UK Head of Marketing (Sport) at Panini. “The improved targeting has directly impacted engagement and sales, ensuring that we reach the right kids and families who are most excited about our products.”
As digital advertising continues to evolve, PACE sets a new industry standard for under-18 audience targeting and measurement. For more information about PACE, visit https://www.precise.tv/.
About Precise TV
Founded in 2015, Precise TV is the world’s first and leading KidSafe COPPA certified YouTube advertising platform. The award-winning contextual intelligence platform leverages a combination of proprietary machine learning models to connect brands to the video moments that matter across YouTube, Shorts, Facebook, TikTok, Connected TV and Mobile Gaming, driving lower funnel business outcomes for advertisers looking to limit media wastage. With offices in London, Sydney, New York and L.A. Precise TV is Trustworthy Accountability Group (TAG) certified, and was named a 2024 Google Premier Partner after meeting the rigorous requirements of the recently revamped Google Partners program. LDC, the private equity investor which is part of Lloyds Banking Group, made a £21m minority investment in Precise TV in January 2025 to support its international expansion. For more information, visit: https://www.precise.tv/.
About Generation Media
Generation Media is the world's leading independent media specialist, dedicated to powering brands Generation by Generation for nearly 20 years. The agency creates meaningful communication strategies through data-led expertise.
Since disrupting the industry in 2008, Generation Media has set new standards in client service, insight, and innovation. The agency established itself as a global leader in Children’s, Toys & Games, and Parenting marketing, before expanding into sectors such as Video Gaming, Publishing, Finance, Fashion, Retail, and FMCG. Rather than following trends, Generation Media creates them — delivering impactful, data-driven strategies powered by cutting-edge insights and analytics.
As an Employee-Owned business, Generation Media empowers its teams to go the extra mile for both the company and its clients every day.
For more information, visit www.generationmedia.com.
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